The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab world has seen more change than in the fifty before it! Arab youth today are globally connected and able to express themselves like never before. In particular, tech-savvy trendsetting young individuals are breaking existing stereotypes in several unexpected ways and increasingly influencing future attitudes. Our paper presents a deep dive look at trendsetting youth in the Arabian Gulf and how they are driving change in society. We went beyond conventional research and generated insights thorough delivering a 'Live Consumer Experience' that would help marketers connect with these young consumers to create 'Engaging Marketing Strategies'
Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method [interNET & ethNOGRAPHY] is an observant research approach of online conversations in web forums, blogs and other 'user generated content' platforms in the internet. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights. The proceeding of a Netnography project will be shown in a case study HYVE conducted together with NIVEA (Beiersdorf) on the topic of sunless tanning.
The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that get reflected in their favourite music. The authors sent a structured brief inspiring respondents to voluntarily convey the list of favourite music tracks they are emotionally attached to. These preferences were quantified by an asymmteric measure to capture musical bonding between any pair of respondents. An inherently asymmetric measure was proposed since no matter how much I like her and consider her likings similar to mine she may not like me as much! A methodology was developed to identify the clusters that exist among the respondents based on the peculiarity of this asymmetric bonding information. Next in order to describe the profile characteristics of a cluster, the favourite tracks common among the members of the resultant clusters were analyzed. For this a 7-step structured analysis protocol called Psychological Fingerprinting was developed. The research finds direct applications in employee profiling to identify their training and development needs, candidate screening for recruitment, identification of core strengths for career counselling, direct marketing, and to consumer.
This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide an actionable segmentation solution. The paper also demonstrates an alternate analytical approach to avoid some of the common pitfalls of segmentation studies that arise through the use of standard factor-cluster approaches. Though the paper focuses on segmentation, it has broader application by demonstrating best practice in how to balance the use of statistical techniques to deliver usable insights. Successful insight activation through an effective, continued dialogue between research and the business, is also highlighted in the paper.
Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but social marketing programmes for behavioural change. A case study shares learning and brings to life our entire journey of developing original and holistic insights about consumers' lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.
Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of illegal information. The key issue we will present is the recently created methodology for finding insights using SNs. The process involves collecting all kinds of unstructured data: from brands to weird life styles, political position to nonsense questions, and combining everything based on a specific subject. Target communities are explored using member's information and their relationships with other communities. Therefore, a distinct model for classification allows the creation of rankings and relationships between products, lifestyles and members. Insights can be generated through rankings and bi- or tri-dimensional association maps, using correspondence analysis and visualization methods. In addition, many demographic variables collected from user profile or even generated by an association expert system allows different cross combinations and filtering. These relationships eliminate bias introduced in a conventional focus groups and/or Internet. Real cases will be presented, demonstrating the potential of this new insight generation tool compared to traditional qualitative analysis.
Many brands over the years have talked the talk in terms of being a customer driven organisations, but this has often meant little more than brand teams attending a few customer immersion sessions and testing a few ideas in focus groups and through surveys. The first half of the presentation will demonstrate the importance of approaching your customers in a different way in order to co-create better insights. In particular it will focus on how co-creation fits into a whole new way of thinking about your customers and how they engage with your business. The second half of the presentation will involve the delegates in a crowd sourcing exercise that builds on the theme of the democratisation of insights and ideas by communities. Delegates in groups will decide on the 3 best insights and the 3 best ideas this has stimulated for their business which they have gathered from the conference and present them to everyone - then all together as the Esomar community we will rank the top 3 overall.
The presentation demonstrates how qualitative research can unearth consumer insights and convert them into actionable recommendations. The case study presented illustrates the manner in which consumer insights have been translated and activated in the energy drink category. The results are based on a series of qualitative groups and ethnographic sessions conducted in Australia.
Why on earth would you invest time or money interviewing adults when your primary research objective is to understand boy culture? Perhaps it's because you recognize that such adults: namely, parents and teachers are part of the system of relationships that comprise boys' environment. As applied research practitioners, we can benefit a lot from applying an ecological systems approach to our efforts to generate consumer insights, and the Boy Culture research project is a great example. This paper will focus on the project's methodology, and the additive advantage of interviewing multiple structures within boys' microsystems, including target boys themselves, their close friends, their parents, and classroom teachers.